EMPIRICAL STUDY ON NON-PROFIT SECTOR ADVERTISING: IMPACT OF CELEBRITY ENDORSEMENT ON BEHAVIORAL INTENTION

Abstract

PURPOSE. To examine effectiveness of celebrity endorsement in advertising campaigns for humanitarian aid organizations and to examine the factors affecting the attitude towards advertising with celebrities and the influence of this strategy over behavioral intention. METHADOLOGY: In this study survey method was adopted to collect the data. Web based questionnaire was used to collect the data from the people easily available on the social sites. Sample size of this study 384 and sampling technique chosen was convenience sampling. To analyze the results frequencies, regression, anova and correlation was studied. was FINDINGS: Causal model was done, and eight theories were proposed with respect to the determinants of celebrity validity and the viability of correspondence utilizing these endorsers. Subsequently, we can demonstrate that conduct expectations are principally clarified by the non profit organization believability. Along these lines people consider mostly focal influence courses when they need to settle on a choice with respect to purchasing or, for this situation, teaming up. Associations should along these lines be straightforward and straightforward, and work truly in their field, imparting the work they do through the media and, for instance, advertising efforts. In this sense, an inexorably normal system is to enroll the help of famous people in publicizing efforts. Considering the consequences of the model, it very well may be said that people trust focal courses when making certain assessments, yet they are likewise diverted by feelings, so an esteemed big name may positively affect a social association through his or her effect on frames of mind towards the advertisement. PRACTICAL IMPLICATION: The outcome of this research is to point out the factors affecting the attitude towards advertising with celebrities and the influence of this strategy behavioral intention.